Most marketing folks are creative types. You know, the kind of folks who see spreadsheets and break out in hives because…numbers.

I get it. I do. Because any day of the week, I’d rather see pretty pictures that summarize data than see strings of numbers and I’m a geekozoid.

And yet.

If marketing departments want to improve their effectiveness and show their business relevance, then marketing measurement is a must.

The slide preso below (or after the jump) tells you the why, what, and how of it all. Go. See.